Human Intelligence vs Artificial Intelligence: Winning at Content Creation

Key Takeaways

the only way to really stand out and you're going to see this more and more in the future is people who create content whether it's videos images podcasts text-based content showcasing their experience their expertise their Authority and trust that little extra team that makes your content unique that you wouldn't get from AI because the way AI creates content is it scrapes everything that is out there on the internet and it produces something based on the inputs thank you [Music] guys my first question it's like the elephant in the room A.I how is AI changing the marketing landscape going to me first of all it is great to be back at the web Summit and good to see all of you a question how is AI changing Marketing in a massive big way so that's the short answer the slightly longer answer is if you go back to like big changes in society and there's many of them and they're happening faster and faster and faster but go back to the year 1460 and there was you know a guy named Gutenberg who created the printing press and he created this printing press and before that they're only town criers after the printing press there was knowledge there was scientific exploration there was literacy the entire world changed so I think that's what I think that's what AI is doing if you look at AI it can write for us it can create images it can track and surveil it can create networks of bots it can change everything that we're doing and if you look at what marketing is doing now from creating fun ads with chat GPT and and imaging Bots and all of those things there was one I saw the other day that was for a faux pizza and it was something like like pizza like family but with more cheese fees so clearly AI has a little bit of ways to go on the on the creative side but the other thing that's happening that I think is important for everyone here to know is given the networks of bots Etc AI is changing corporate narratives there's out there it's out there and creating misinformation that shapes and changes corporate narratives and narratives of companies so companies like mine are using AI to understand what AI is doing to shape those narratives and I think that's an important thing for for all of us to know but but for sure massive amount of change to marketing FX would you like to jump on that what's your perspective on AI well one Precision before I'm not the president of JC ruko I'm just a data officer social would be offended it's big that's still big well maybe next time so uh but maybe AI can do miracles for that talking about AI this is a game changer but it's not starting last months or six months before we've been doing AI for a long time on on jc.com it's been like since day one we are using AI what is being offered now with this new breakthrough from open air or any other players is the capacity to do faster and better what we were doing so there is a matter of efficiency and as a data officer this is what I look first how can I do my job better and faster not cheaper that's another issue and it raises also especially for a marketing company like ours the question of ethic the question of compliance uh that will be I believe at the center of anything going after Tech new 23 times in Brazil 23 times yes amazing what would you like to share with us about AI so I think people are thinking about AI from a mass perspective in which you can create content at Mass scale it can help automate a lot of things in marketing but there's a lot of aspects that people aren't paying attention to that are more important content is already very cheap to produce whether you use AI to produce it or you do it manually there's not much of a difference the big thing that we see AI is going to change there's two main aspects the first is analytics when we look at a lot of the global 1000 companies and if you look at a lot of the money being spent on marketing It's ADS there's a lot of inefficiencies with ads and with changes happening with privacy whether it's Apple iOS changes or cookie less world you're going to see data being harder and harder to analyze on what's working and what's not and the big change that we're already seeing a trend that you'll see more within the next 12 months with AI is Imagine AI analyzing your analytics in real time and telling you where there's waste right then and there instead of having humans analyze your spending once a week once a month so then it prompts a human and then from there a human will tell you hey yes let's stop this spend here and reallocate the money or spend more here because it's working that's one big change we're seeing the second big change is the Landscapes with most these platforms is going to be a winner take all here's what I mean by this Google's releasing something called project Maggie New York Times broke this uh they broke the news on this so project Magi is a new version of Google Search in which if you search for shoes instead of Google showing you 10 results it'll try to figure out what you JB or Juan Pedro or whoever it may be or you know Marcella it'll say oh these are the shoes that we know you'll like these are the colors this is the size shoe you wear here's the shoe you should buy would you like to buy it and right then and there on Google instead of showing you 10 results it just shows you the shoe that you may it may think you want to buy if you like it you click a button and you buy it right then and there on Google this will change how you search this will change also how you do marketing because it'll be a Winner Takes all landscape in which for SEO it'll be one or two people taking up all the traffic for each result for paid ads it's going to be more Performance Based instead of you on Facebook or Google being used to paying per impression or per click you're going to have to get used to a model where you just pay per transaction is it is it possible to make uh Market more personalized nowadays for the last few years we are you know getting more data getting more information but not necessarily getting closer to to people or even telling our story in a more personalized way or the brand stories actually so is it possible to use AI to make marketing more personal it is you can use AI to make marketing more personable but here's the issue that that we're seeing everyone is on this personalization kick and giving people exactly what they want we're finding consumers a lot of times don't know exactly what they want so how can AI end up telling them what they want and when you get too personalized we're actually seeing a drop in convert in conversion Walmart years ago or prior to company to focus on personalization they have this whole Walmart Labs team and they were just focusing on personalized every single recommendation for people who are buying on Walmart which is an e-commerce company in the United States and also a retailer in person and what Walmart saw is when they kept trying to personalize too much they didn't necessarily see an increase in conversions or revenue and we're seeing the same thing across the board when we're working with large corporations or even mid-sizers smaller businesses when you get two personalized we're not really seeing much if any increase in Revenue it's almost of an Overkill in fact we were talking about data how companies big companies are using data nowadays from your perspective is it possible to make more personalized using AI what will change [Music] personalization for years we've been when I was at Facebook we were selling this dream which is I'm using a lot of data I know a lot about you so we'll be able to have this one-to-one conversation another world has drastically change more regulation more privacy and more Consciousness as citizens of what is being done with data and I think where AI can play a role and if we use it correctly it's being more personalized to create emotions there is a traditional dive on the performance I want more cliques I want the impression that will sell the deal but maybe there is a comeback around the emotion and the capacity to deliver the right feeling at the right moment at the right place and coming back to something more contextualized and I think that location might be the new cookie to some extent knowing exactly what is happening in the neighborhood in a street capturing the atmosphere and making sure that AI helps us adapting content adapting messaging to the Right audience without getting it to the nitty-gritty of this specific uh one-to-one conversation I think one of the things to think about with personalization and all uh with with my fellow panelists have mentioned being true the but if you take marketing to a different level and think about public health and and information and and the good of Public Health yes we're going to have the ability to aggregate all the data and at the same time understand an individual my habits where I go what I do when I'm doing it Etc and with AI add data on my DNA to ultimately look at preventive Health very very differently that could be a very frightening thing or it could be an extraordinary thing that that that will frankly change society as well so I think that it's interesting to look at it in that way yeah definitely it's uh something booming right now but what kind of other Trends do you see coming in marketing or things that we should be aware as marketeers working with marketing right now and I guess we can start with uh that's well depending of your position of the position of the company I would say the trends we are looking at there are there is a main one which is democratization what AI can help us doing better and faster and getting away from this specialization think about using natural language to do data analytics if we can populate capacities to audiences especially in companies where this was restricted to 20 people as data whatever that would change democratize and retransform Company to data-driven companies and I think there is a massive trend on that one and the other one for us it's anticipating how AI will be transformative for us we used to create content with art director we used to have like massive session of brainstorming to have the right ads with uh the the right wording the right font and from one day to another everybody can become a not director and you need to find the right balance between leveraging AI for what it delivers and also giving back to Caesar what is belonging to Cesar being another director is a specific job and AI cannot replace it so there is the internal transformation of the companies and just the repacing a little bit uh our General Industry in marketing yeah you know I I feel like this onus because I'm the only not Tech Guy on on the panel here um but I I think there's a trend towards humanity and humanness if you look at what the world has been through over the last three or four years and you look at the Collision of crises we've lived for I say this as a marketer that going back to the essence of what is human going back to values going back to understanding values and using that as the foundation when I think about it as it relates to AI remember there are people training the machines so speaking human to the machines making sure that people training the machines are representative of the world we live in as best we can um but I think I think the big trend is is human keeping keeping human in the face of the most human-like technology we've ever seen a trend that I see and Google calls this e e a t it stands for expertise Authority and Trust so what we're having right now is people pushing out a ton of content whether it's on social media uh whether using mid-journey or whether using open AI like cat GPT to end up creating content what's happening is everyone is trying to create the same stuff and everything is looking like the same thing so you guys may have seen a book or a poster called where's Waldo it's really really old but you would have to spot a guy out in a crowd like this wearing a t-shirt with white and red stripes but now everyone looks like Waldo everyone is wearing the same shirt everyone's using the same technology the only way to really stand out and you're going to see this more and more in the future is people who create content whether it's videos images podcasts text-based content showcasing their experience their expertise their Authority and trust that little extra thing that makes your content unique that you wouldn't get from AI because the way AI craze content is it scrapes everything that is out there on the internet and it produces something based on the inputs the only way to really stand out is talk about something unique that others aren't talking about that's why we'll start spreading that's this kind of stuff that people will want to see and this is nothing new uh Matt cuts a ex-engineer from Google around 10 years ago he said something around 20 to 30 percent of the content on the Internet is duplicate now you're going to see those ratios just jump up so unless you do something that's unique you're not going to stand out and you're not going to do well in marketing you know as I said uh technology is getting more accessible and but something like social media for example that everybody uses another day or at least most part are using how social media specifically will change for marketing in the next few years so I'm not sure uh perspective on that social media we're seeing right now is a video based content using like deep fake technology where you can replicate a human and create content um the weekend and Drake did a song together created by AI it wasn't actually them creating content and it started spreading crazy on Tick Tock and all these social platforms what you're having these days as an issue with social media is people want to see content that's authentic they are getting tired we're already seeing this we ran a survey recently and we serve it a little bit more than 11 000 people on social media and their biggest pet peeve with content on social media was it's no longer personal you know as she mentioned earlier humanizing things we're getting away from humanizing things and people want that human element people don't want faceless companies anymore they want humanized companies if you look at Rihanna she did well from Fenty because there's a person Beyond it LeBron James whether it's Neymar or Ronaldo or any of these you know Kardashians like Kylie Jenner people want companies and marketing to be more humanized you know I wondered whether we could get through this without mentioning the Kardashians but we have not but um you know I when you think about social media and I think it's an important thing to think about it's kind of changed and Tick Tock changed it right social media was about how big is your social graph take the Kardashians for example so therefore we want to you know be have the Kardashians be partners be with us Etc we want to go to the places and spaces and people with the biggest social grasp Tick Tock made it about recommendation right the algorithms recommended what we're looking at if I like dog videos it recommends dog stuff and stuff that's you know adjacent to dog step so that gets to what Neil was talking about in the world of recommendation media the Creator is key the content is key the authenticity the humanness the uniqueness all of those things have gotten that much more important because it's not just pushing from the top into massive social graphs it really is about the compelling quality of the content you're well known for helping big companies large companies to to tell their stories and what is the main challenge for brands or big companies Brands and even in a personal level we are telling stories in social media everywhere what is the main challenge for those companies right now well the challenge for Brands is what is it I'm trying to communicate what is it I'm trying to solve knowing that like immediately then using technology using data to get to the right places and um and putting out the resources to make the kind of content and tell the stories in a way that make a real difference and I think that that that's always the sort of Holy Grail for Brands you can get out there with stuff that's meh but really understanding where you're going using data and technology and then making the kind of content that moves people or taking an action that moves people so there's there's a number of challenges we were talking about the market some markets going better than others but one thing that I've everywhere I guess it's how Tick Tock is growing fast and a lot of money from ads are moving uh for tick tock what's your take on Tick Tock but even uh who is the max tick tock [Music] if I knew I would invest in right now um no I was I was making myself was having a thought about what you were saying about social media and I remember what I truly loved when Facebook emerged it was things were true you were true but yourself it was your right birth date you read the name and pictures from your family and your friend and two years later I was having like 600 people in my circle and actually I would have beer with like 10 of them and then I felt a bit disconnected and I think going back to your question about Brands the difficulty for Brands today is they need to be authentic they need to be protective they need to be cheap they need to be meaningful and it's like a never-ending list but they need to find what is their true value and sometimes go back to what they really are and what they are meant for but coming back to the next Tick Tock honestly I don't know I absolutely don't know there is one thing that we Overlook from our I would say Western point of view is everything coming from this world and China is not even emerging they are as fast as the Western World and AI will blow up there there are so many things happening here and social will will also get bigger and bigger so the question is where would be the negative stuff there would be one one way or another but I'm not sure it would be American or Brazilian or Chinese but it can pop up everywhere and here I will definitely play a role into that possible to optimize or SEO is optimized engine optimization and tiktok for example uses an an algorithm that you can optimize and some but is it possible to optimize the performance and on Tick Tock for example it is so you can optimize to get more visibility for example Tick Tock is a popular place to search a Google SVP said when younger people are looking to search for a place to eat nowadays they're turning to Instagram or Tick Tock to go and if you look at Tick Tock they actually have ads in their search so the way you optimize for tick tock is through things like you know are you using the right keywords within your video they're able to detect what your video is about it's not just your descriptions or tags in addition to that they're looking heavily at comments what are the comments saying and how engaging are the comments and how are people reacting to them so if the comments create more of an engaging conversation your videos start getting shown more on Tick Tock versus not so you want to create content that actually helps encourage comments and comments that are thought provoking not comments like I agree or yes or no they want people to leave comments that are competitive that are also very thoughtful for example I did a tick tock video on how podcasting uh blogging is saturated blogging is not and I broke down the stat and how there's more than a billion blogs and less than 10 million podcasts started leaving comments saying no there's more podcasts than blogs although that's not true it didn't matter because it started creating a lot of Engagement within their comments it caused the video to spread that's what I mean in which one of tick tock's big portions to the algorithm or main components is the engagements from a common perspective it's easy for someone to like something it's hard for someone to take the time to leave a very detailed comment scale what do you think about the landscape for tick tock and because it is hard for to follow the stories going in multiples yeah and I mean for sure tick tock tick tock changed everything in your to your question like what is next I absolutely don't have the answer however um you know there's three billion plus of the world's population is gaming right and clearly marketers have not lost sight of that marketers are a part of of the gaming world but if I look at fortnite or Roblox or whatever how else should we be there what else should we be thinking I think there's a huge opportunity the other thing is perhaps the sort of fusion of platforms if you look at what happened with The Last of Us began Life as a video game moved into the streaming world are we looking at a new world of inter-species collision of platforms and what should we do in marketing to further that or perhaps leverage that in a bigger or better way to get to those three billion people whose eyeballs are sitting in the gaming world to me there's maybe some post tick tock something in there the world is changing very fast and we have right now like events Global events Ukraine war and kovid you know what um how do you react to such big events what can we do um to position ourselves and our brands in this kind of environment nowadays effects if you could go you didn't hear the question sorry I I will I can you hear now yeah okay I'll do it it's sorry guys it's it's hard to hear the uh the feedback from the our own sound that's why it's hard sometimes to understand so moving on so right now we have Ukraine uh Russia many problems going around the world and how brands should be positioned or how what can we do uh from a marketing perspective to to navigate this challenging world world once again if I had the solution I would tell you right now now there is um so I'm having another speech in the afternoon and I'm mentioning one book from nothing taleb called the blacks one and his book is about low predictability and high impact and this book is really tremendous for many reasons but this one is explained and what we do we stick and data it's not giving answer it's being prepared for any type of scenarios and what I learned from the last three four years is that whatever you do you need to be prepared it can be a war it can be a pandemic it could be I don't know what next will come or next good news but we need to be prepared guys I would like to say sorry for everybody we are out of time uh thank you very much it was great uh thank you thank you thank you